Tektronix Unveils New Logo, Brand Strategy

Tektronix, Inc., a leading worldwide provider of measurement solutions, launched a new logo and brand strategy, marking the biggest change in its visual identity in 24 years. The logo pays homage to the company’s 70th anniversary while simultaneously pointing the way towards the next phase of the company’s evolution–one focused on accelerating the realization of innovative, world-changing technologies. The Tektronix logo has been refashioned with an angle incorporated in the logotype, meant to represent an upwards gesture of progress. The “T” letter forms within the sans-serif type are subtly clipped, echoing the blue angle.

“The new logo design emerged from work we completed on behalf of our customers,” says Pat Byrne, president of Tektronix. “Through this process we interviewed over a thousand customers, partners, and employees worldwide to gain insight into buyer behaviors and trends. The result is a clear focus for our brand on why customers choose our products and services.”

Electronic engineers have turned to Tektronix in search of general purpose measurement instrumentation. As complexity and time-to-market pressures have increased, Tektronix needs a more complete solution to tackle these complex measurement problems and automate difficult measurement tasks. This involves creating a stronger customer experience and brand identity that emphasizes collaboration, integration, insight, precision, simplicity, and velocity.

“We have been moving toward a stronger focus on applications and solutions to address specific customer needs,” Byrne adds. “The new brand strategy reflects our evolution from a product-centric hardware company to an application-focused technology company focused on accelerating the measurement insight path for our customers with increasing accuracy, speed, and ease.”

The new logo has been rolled out across Tektronix digital and physical properties around the world, and compliments a comprehensive re-design of Tektronix websites that make it easier for customers to quickly find the solutions they need. Although existing inventory will continue to use the current logo during this transition period, new products will use the refreshed logo going forward.